Jargon is the business world’s bad habit. The comfort blanket people cling to when want to sound smart, and they don’t have the confidence to speak like a real human. You’ve heard it: “solutions,” “synergies,” “best-in-class frameworks.” It sounds very impressive… until you realise it means absolutely nothing.
Here’s the truth: jargon doesn’t make you sound smart. It makes you sound like wallpaper. Forgettable. Bland. Easy to ignore. If you actually want people to give a damn, here’s my top tip. Stop it. You’re a real person, so talk like one.
Jargon Alienates Your Customers
One of the things many people don’t realise is that jargon is a wall, not a bridge. When you roll out the corporate waffle in your copy, or even in your speech, you’re not inviting people in, you’re pushing them away. Imagine walking into a shop, asking about a jacket, and the salesperson launches into a speech about “leveraging fabric synergies for optimal seasonal alignment.” You’d run for the door!!
Your customers are coming to you because they think you can help them. They don’t know what you do, and that’s why they need you. So they want solutions they can actually understand. If your words don’t line up with their reality, you’re not just missing the mark with your marketing, you’re making them feel stupid in the process. And I can assure you; nobody buys from a brand that makes them feel stupid.
It Stops Prospects Understanding You Properly
The point of communication is to be clear. Not clever. Not complicated. Clear. Using tons or jargon (or even just a bit) does the opposite. It muddies the water until nobody’s quite sure what you mean anymore. And when people don’t understand you, they don’t stick around to figure it out. That’s far too time consuming. Instead, they go find someone who can explain it better. The competitor who speaks plainly wins the business. Every. Single. Time.
Jargon Kills Engagement
Let’s be blunt (as if I haven’t been so far). Noone is desperate to hear more about your “customer-centric end-to-end scalable ecosystem.” Their eyes glazed over at “customer-centric”, and now they’re planning ways to end the conversation, or their mouse is moving towards the X button.
Jargon is a guaranteed engagement killer. People don’t share it, comment on it, or care about it. Why? Because it’s dull. It’s not unique, and it sounds like everyone else. It makes you invisible.
If you want attention, use words with life in them that your customers would use themselves. Use language that crackles and sings. Say something your audience would actually repeat to a friend. Which for most people, is plain English, put in just the right way. That’s how you get remembered, and that’s how you get engagement.
It Doesn’t Feel Real
Jargon smells fake. It reads like a mask. And when your brand hides behind big empty words, people sense it instantly.
Real people don’t talk like LinkedIn robots. They don’t “action synergies” or “leverage core competencies.” They say, “We’ll work together” or “We’ll get the job done.” When you write the way people actually speak, you sound human. You sound believable. And that’s what buyers are looking for: something real.
Jargon Destroys Trust
Trust takes ages to build and seconds to break. And nothing chips away at it faster than language that feels slippery. Slimy. Too over-salesy. That’s what jargon does. It makes you think of an oily salesman trying to get you to buy something you don’t really need, hoping to dazzle you with big words. Jargon makes people suspicious. If you can’t explain what you do in simple words, what are you hiding?
Clarity, on the other hand, builds confidence. It tells your audience: “We know our stuff, and we’re not afraid to explain it plainly.” That’s powerful.
If You Can’t Avoid It, Explain It
Sometimes jargon sneaks in. Some industries practically run on it. It can’t always be helped. I get that. Heck, even copywriting has some jargon! Just look back on my blog about keywords. Here’s the thing. You can use jargon when you have to but you have to explain it. You can’t rely on it or hide behind it. Don’t assume everyone knows what that acronym means or why that process matters. Spell it out for them – your audience will thank you.
But here’s the golden rule: the less jargon you use, the better. Your best bet is to ditch it altogether. Imagine you’re explaining your offer to a mate over a pint. If you wouldn’t use the phrase there, don’t use it in your copy.
Jargon isn’t clever. It isn’t professional. And it sure as hell isn’t persuasive. It’s noise. And the more noise you make, the less people listen. So if you want attention, trust, or sales, there’s only one thing to do. Talk like a human! Say what you mean. Be clear, be bold, be real. Because jargon? Jargon is bullshit. And your audience knows it.
Not sure where to start in cutting the jargon? Drop me a line, I’d be happy to help.